More B2B buyers now start research by asking an AI assistant, and the answer often names a few vendors with links. Generative engine optimization (GEO), sometimes called answer engine optimization (AEO), is the practice of making your content easy for those systems to find, understand and cite. It builds on classic SEO rather than replacing it, and there is no trick that guarantees a citation. These are the fundamentals that consistently help.
1. Let the crawlers in
Check that your robots.txt does not block the AI crawlers you want, such as those used by OpenAI, Anthropic, Perplexity and Google. Make sure key pages render without JavaScript, because many bots read the raw HTML. A fast, crawlable, server-rendered page is the base layer.
2. Answer the question in the first lines
AI systems extract passages. Put a direct, self-contained answer directly under each heading, then add detail. A heading phrased as a real question, followed by a two-sentence answer, is easy to lift and quote accurately.
3. Be specific and original
Generic summaries are interchangeable, so they are rarely cited. Concrete detail is not: timelines, process steps, trade-offs, real ranges and what you actually do. Publish things only you can say, such as your delivery method, your evaluation approach or anonymised results you can stand behind. Never invent statistics. A single fabricated number that gets repeated will cost more than it earns.
4. Make the entity unambiguous
Models need to know who you are. Use consistent company naming, an About page with named people, and Organization and Person structured data with sameAs links to your LinkedIn and directory profiles. Listings on third-party sites that AI tools read, for example Clutch or industry directories, reinforce the same facts. An llms.txt file summarising your key pages is cheap to add, though treat its impact as unproven.
5. Use structured data honestly
FAQPage, Article, Service and BreadcrumbList schema help machines parse a page. The markup must match the visible content. Schema that says something the page does not is a risk, not an advantage.
6. Earn mentions elsewhere
Assistants weigh what other sources say about you. Reviews, guest articles, podcast appearances, partner pages and genuine community answers all feed that picture. Consistency matters more than volume.
7. Measure and iterate
Ask the assistants your buyers use the questions your buyers ask, monthly, and record whether you appear and how you are described. Track referral traffic from AI tools in your analytics. Treat it as a trend, since answers vary from run to run.
What we do
This site follows the same rules: question-style headings with direct answers, schema that matches the visible text, a named author and a plain-text summary in llms.txt. If you are a B2B SaaS team and want the technical side handled, our AI strategy work can include a visibility review, and our guide to AI consulting for SaaS shows where to start.
Frequently asked questions
What is generative engine optimization?
GEO is the practice of structuring and publishing content so AI systems such as ChatGPT, Perplexity and Google AI Overviews can find, understand and cite it in their answers.
Is GEO different from SEO?
It overlaps heavily. Crawlability, quality content and authority still matter. GEO adds emphasis on direct answers, unambiguous entity information and presence on sources AI tools read.
Does llms.txt guarantee AI citations?
No. It is a low-cost summary file that some tools may use, but its impact is unproven. Treat it as a small addition, not a strategy.
How do I measure GEO results?
Regularly ask AI assistants the questions your buyers ask and record whether and how you are mentioned, and track referral traffic from AI tools in your analytics.
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